Piat D’Or in ‘upmarket’ comeback

United Distiller’s & Vintner’s (UDV) former market leader Piat D’Or could be in for a make-over as the drinks giant prepares to cash in on the UK wine boom.

UDV is planning to breathe new life into Piat D’Or by repositioning it as an upmarket brand and creating a family of Piat wines.

Although UDV has recently concentrated its marketing on key spirits – such as brands Johnnie Walker, Gordon’s and Smirnoff – it is believed to be turning its attention to the wine sector.

Piat D’Or has not received any significant above-the-line support for nearly a decade, during which time it has lost ground to New World brands such as Gallo, Jacob’s Creek and UDV’s own Blossom Hill.

However, recognition levels among consumers remains high and UDV is researching ways to make Piat more appealing to modern wine drinkers.

Piat D’Or marketing manager Adrian Walsh says: “We are looking at a range of options, including a change of packaging and potential repositioning for the brand and the house of Piat.

“The project is in its early stages but we are doing some positioning research and experimenting with the wine itself to make sure we have the right product.”